Categories
social media

Hunter uses Instagram video as second screen to #LFW show

HUNTER_LFW_Instagram

Hunter might be the new kid on the block this London Fashion Week season, but its show and accompanying social media coverage was as slick as the best of them.

The famous wellington boot brand introduced its new Hunter Original line with models parading along a catwalk covered in water. Under the creative direction of Stella McCartney’s husband Alasdhair Willis, this was a stylish line of practical outerwear, not to mention numerous new footwear pieces, fit for the current UK weather.

But for those watching online, it was the Instagram video posts that particularly stood out. In a sea of thousands of #LFW tagged images, not to mention endless blurry runway Insta-videos, Hunter took to the platform with a series of high quality, pre-produced clips.

Created as part of the wider #beahunteroriginal social media campaign, each one was designed to “capture the inspiration behind the collection and allow a deeper insight into what is being seen on the runway”. What that actually meant was quite abstract, creative work.

Overlaid copy set the theme – “If you’re born a pioneer”, “Forged by the desire to discover” or  “Take the path that others dare not take”, from one to the next. Graphics spliced in then showed a section of a boot, a close-up on a fabric or an original sketch, as well as a series of autumnal outdoor scenes nodding to the heritage of the brand.

Willis said: “Born out of a passion to innovate, a pioneering spirit has always been at the heart of the brand. This spirit is key as the future vision for Hunter is developed and the reason for leveraging Instagram in this way. We are delivering a unique experience for the Instagram community, in real time, providing a deeper insight into the story of the collection and the world of Hunter Original.”

Hunter referred to the Instagram move as its LFW “second screen experience”. See each of the posts below…

Categories
social media

Tommy Hilfiger opens ‘social concierge’ service to 8 million+ followers for #NYFW

TommyHilfiger_spring14_socialconcierge

Tommy Hilfiger is opening up its social concierge initiative to its online following this fashion week season. First launched at its spring/summer 2014 show in September, this service enables users to request bespoke assets – pictures through to collection information – in real-time.

The aim is to provide immediate customised access to the collection and the show, in order to enable social media storytelling.

This was only offered to media and influencers physically in attendance in September, but Monday’s show at the Park Avenue Armory in New York, will invite any of Tommy Hilfiger’s eight million followers on Facebook, 473,000 on Twitter and 155,000 on Instagram, as well as global media, to participate.

A staff of roughly 100 photographers – up from 30 in September – will be on hand to fulfil the personalised requests. They will be both on- and off-site, receiving requests via email and Twitter, and working to respond as quickly as possible.

“Efficiency is a top priority,” a spokesperson at the company told me. “Blink and the moment is over – media and consumers don’t want to wait to see coverage, and the social concierge facilitates that process.”

tommyhilfiger

While there’s no automation involved, it is perhaps inevitable many of the requests will be similar or the same, like a backstage make-up shot, or a picture of Tommy himself, maybe one of the model opening the show (last season Jourdan Dunn), or a detailed view of one of the pieces – therefore easing the load.

An image bank will be created accordingly for the team to draw from throughout the event, but they are also willing to gather more specific assets both backstage and front of house. Fans are actively encouraged to be as creative and original with their requests as they like. Last season saw bespoke deliveries ranging from a personal handwritten message from certain models to an image of Tommy with his thumbs up.

Avery Baker, CMO of the Tommy Hilfiger group, said: “This ‘beat-the-clock’ mentality is an important component of amplifying our brand message in the new digital age of fashion where coverage and commentary are happening in-the- moment before it’s on to the next!”

Tommy Hilfiger is also hosting a runway “Instameet”, inviting 20 local Instagrammers to join onsite on show day and receive a guided tour of the set, including backstage. The initiative is in collaboration with Brian Difeo (@bridif) and Anthony Danielle (@takinyerphoto), both influential New York Instagram users. The hashtags to follow include #tommyfall14 and #nyfwinstameet.